Ekaagra, the master franchise partner for The Coffee Bean & Tea Leaf India, has appointed popkorn as its creative agency of record following a multi-agency pitch process. Under the mandate, popkorn will oversee creative strategy, campaign development and integrated communications for CBTL India as the brand looks to strengthen its relevance in India’s evolving café market.
The partnership will focus on building a more locally relevant narrative for Indian consumers, reflecting how café spaces are increasingly used across work, social interactions and everyday routines. Through the mandate, popkorn will work closely with Ekaagra and the CBTL India team on brand storytelling, digital engagement and in-store experiences.
CBTL India aims to strengthen its positioning through its dual offering of coffee and tea while creating stronger consumer connections in the market. The agency’s responsibilities will include developing integrated campaigns and driving a consistent brand narrative across touchpoints.
Ranjit Talwar, commercial director, The Coffee Bean & Tea Leaf India, said, “With over six decades of global legacy, we needed a partner who could think beyond the category. popkorn stood out for how they balanced creative ambition with strategic thinking. We're looking forward to building something our customers genuinely connect with.”
Vikram Nagpal, cbo, Ekaagra, added, “CBTL has real global equity, the challenge is translating that for India in a way that feels both fresh and true. We chose popkorn because they understood that balance. This is a partnership built on shared ambition.”
Ranit Mukherjee, senior creative director, popkorn, said, “CBTL already has something a lot of brands spend years trying to manufacture - genuine warmth. We're not here to invent a personality for the brand. We're here to make that warmth louder, more visible, and more relevant to how people live today.”
The appointment comes as international café chains continue to compete for relevance in India’s growing café and quick-service restaurant segment. For CBTL India, the focus will be on adapting its global identity for local audiences while maintaining consistency with the brand’s established positioning.
Headquartered in Asia and part of the Jollibee Group, The Coffee Bean & Tea Leaf traces its origins to Southern California in 1963 and currently operates more than 1,200 locations across over 20 countries. The company is known for its specialty coffee and tea offerings, including The Original Ice Blended beverage platform.
For popkorn, the mandate further strengthens its portfolio in the food and beverage category. The agency positions itself as a creative partner focused on culturally relevant storytelling and business-led brand communication for Indian consumers.
The collaboration is expected to centre on long-term consumer engagement, with campaigns aimed at making CBTL India more locally resonant across digital, retail and experiential touchpoints.
